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What Exactly Are People Reading Online? (A WAT Consult Research)
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Welcome to Part 3 of the WAT Consult Blogging in India report.
In case you missed reading the earlier versions, you can do so now:
Part 1 – How many bloggers are out there?
Part 2 – Indian Blogosphere
Key findings of the last report:
In this part we’ll look at What is the Youth* Reading online?
What exactly are they reading in general websites, blogs, news websites and anywhere else on the net.
(Youth*: We have considered a rather broad age group of 14-29)
We asked 2015 Net-Savvy people the following question:
What do you read online?
(Along with the following options)
- Technology related stuff (This included tech product reviews & views and of course everything else which can be classified under Technology).
- Sports related stuff (You can imagine – everything related to cricket and also other sports)
- Bollywood and Entertainment (Gossips, film reviews, start interviews etc etc)
- Politics and Finance (Financial and Political news. Stock Market analysis etc)
- Specific content Blogs (This includes Personal blogs, General Blogs, Travel Blogs and any other specific content blog which cannot be categorised)
- Nothing specific (General News, General surfing, stumbling upon and digging up random content etc)
- I don’t read anything except for my Email
Here are the results, on a National Level:
(Click on the image below to continue to the complete report)
Disappointing as well as predictable to see that ‘Email only’ is the most favoured answer.
34% of the junta mostly read only their Email.
21% of the people said ‘Nothing Specific’. Digg, StumbleUpon etc were quite popular.
A common reply was – Reading and searching for relevant material for School / College projects and other education related reasons.
A lot of tech geeks online (19%)!
Online gadget review sites came out most popular followed by Technology related blogs.
Now let us go through some Zonal statistics:
NORTH ZONE:
Cities covered: Agra, Amritsar, Chandigarh, Jaipur, Lucknow, Ludhiana, New Delhi
SOUTH ZONE:
Cities covered: Bangalore, Chennai, Hyderabad, Cochin, Mangalore, Manipal, Vizag
WEST and CENTRAL ZONE:
Cities covered: Ahmedabad, Indore, Jabalpur, Mumbai, Nasik, Pune
EAST ZONE:
Cities covered: Guwahati, Jamshedpur, Kolkata, Patna, Ranchi
Some notes:
- North and West Zones had the highest Bollywood and Entertainment readers.
- Surprisingly North Zone also had more tech reading geeks than South Zone.
- North Zone also commanded the highest number of people who use the net primarily for Email services.
- East and West Zones had the highest number of Sport content readers. The West for Cricket while East had a fair share of Football lovers.
- Politics and Finance is quite un-followed online since they are both cater to a niche audience.
- Readership of Specific content blogs is definitely on the rise.
Do pour in comments and we are of course open to criticism and questions.
- A WAT Consult effort
P.S:
The next report would be ‘Understanding Youth Behaviour in the Online World’.
We would also have a more extensive report on Blogging up for sale. This would include greater details, more statistics, deeper insights and also some stuff about how to use blogging as a marketing tool.
Cheers,
The WAT Consult team
(Rajiv, Gautam, Arjun, Himmat, Priya and Ekalavya)
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This is some effort.. I guess you should seriously consider research as a business propostion. Im sure there will be buyers for these kind of reports.
Thanks! Who said we aren't already looking at research as a business.. do a whois on watresearch.com
But all in good time! we shall get there :))
Well the complete Blogging report would be up for sale soon. We are mapping online social network behaviour of the youth, which would be a killer report for Advertising agencies on how to target the youth online via pull marketing and also would be great for the dozens of Social Networks out there in India.
Cheers,
Ekalavya
Great finds. Why didn't include porn as an option?
:))
Good point. Im sure there would be many viewers/Readers for that. But our objective with this research was to explore blogging and its reach and readership in india from a more business perspective.
Regards,
Chief WATBlogger
Rajiv Dingra
Well even though porn is the most flourishing online business, doubt indians would appreciate porn literature they rather satisfy their visual carnal needs!
I was merely kidding!
Small suggestion, you should incorporate RSS for comments or at least some way to let me follow comments easily.
Great study. Could I suggest a study of Pakistani bloggers, would really like to know how blogging in pakistan compares with the India
Any stats on how many people read for leisure online?
I think everyone reads either for leisure or for the curioisity factor.
I feel compulsion when it comes to reading online would be limited to studying online or for research projects
very interesting, but I don’t agree with you
Idetrorce
Very nice report!,
Can you please tell how you approached 2015 Net-Savvy people., I mean were the living in north india or spread all over india?,
A nice effort
Excellent point to point description and charts! and very interesting.